Creative Territory wins gold for campaign

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6 October 2009

 

An innovative campaign to encourage Darwin residents to prove they love their pets has won Creative Territory a Gold Award in this year’s Public Relations Institute of Australia’s Northern Territory Awards for Excellence announced in Darwin over the weekend.
 
The campaign, conducted on behalf of Darwin City Council, achieved an increase in the number of pets microchipped and a reduction in reported dog attacks over a six month period.

The Prove that You Love Me campaign was undertaken to promote new animal by-laws, which included stricter controls on dogs and, for the first time, registration of cats.

Creative Territory teamed up with local design agency Sprout to produce a campaign in which pets appealed to their humans to do the right thing and follow the new laws.

“Darwin City Council was taking such a positive step through these new laws, so we wanted to produce a campaign that would reinforce the positive message,” Creative Territory director Tracy Jones said.

“Too often governments use a stick rather than a carrot to explain new laws.  We felt this was a great opportunity to talk positively instead.”

Tracy said the Gold award was testament to the virtual agency she created in partnership with Sprout.

“We’ve proven the value of combining strategy with creativity to create campaigns that are targeted, strategic, creative and, most importantly, deliver results,” she said.

“This is the third award we have won since we established the virtual agency concept.”

The annual PRIA Golden Target Awards recognise excellence in public relations and are judged and benchmarked by a national panel. Winners in each state go on to become finalists in the national awards to be announced in Brisbane on 26 October.

 

Click here for more information about the campaign